TitleDictionary For Gamers
Campaign Dictionary For Gamers
Advertiser Svenska Spel
Brand Svenska Spel
Date of First Broadcast/Publication 2023 / 12
Business Sector Lottery & Gambling
Philosophy 'Do your parents a favor, end your life!' is just one example of the raw tone that has become the norm within the gaming world. To address this issue, a dictionary containing derogatory terms, expressions, and personal stories from gamers is now being released.
Harassment, death threats, and sexism are everyday occurrences for many young gamers. According to the latest cyberbullying report from the Swedish organization Friends, nearly one in three gamers aged 13 to 19 has experienced harassment. To foster an understanding of what young players face online, some of Sweden's most prominent gaming profiles, in collaboration with the Swedish Esports Federation and Svenska Spel, Sweden's state-owned gambling company, have come together to expose the harsh reality — in the form of a dictionary.
"The dictionary is a crucial symbol that change is needed. It is paramount for us, as the main sponsor of the Swedish Esports Federation, to engage and support esports in the long term. By promoting a positive and inclusive environment, we hope to contribute to a future gaming world where respect and cooperation are the norm," says Ulrica Marcks von Würtemberg, Communication project manager at Svenska Spel.
Developed by creative agency Forsman & Bodenfors, the book is based on a collection of testimonials where gamers and professional esports players have shared their experiences, providing examples of derogatory terms and expressions frequently encountered during their games.

In conjunction with the book's launch, gamers, and esports enthusiasts are encouraged to sign the “Gaming agreement”, committing to cease the use of derogatory and hateful comments. Svenska Spel and the Swedish Esports Federation anticipate that the book will serve as an educational resource in the future, with several schools and organizations in Sweden already expressing interest in utilizing it for educational purposes.
Media Type Branded Book
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